Project Earth: Selfridges launches initiative to help customers change the way they shop and to be mindful of environmental impact

Luxury department store Selfridges has launched a transformational sustainability initiative, Project Earth, which aims to help customers change the way they shop.

Project Earth aims to help customers change the way they shop in three ways: by addressing the materials used in products, launching and exploring new retail models such as repair and resell, and engaging with teams, partners and customers to inspire a shift in mindsets.

Working closely with over 300 brand partners and with support from the Woodland Trust and WWF, Project Earth will kickstart with eight weeks of experiments, innovations and conversations, across all stores and online, dedicated to reinventing retail.

Selfridges is embedding circularity into the business with new services including a Repairs Concierge, helping customers to find which repair service is needed to make love-worn items as good as new and Resellfridges, its first own brand resale model, making it easier than ever for customers to shop pre-loved, vintage or archive clothing and accessories.

Alannah Weston, Selfridges Group Chairman, says: “Project Earth is not only our bold, new commitment to stretching environmental targets, it is about imagining new ways to do business, within the next five years.

“Since Project Ocean in 2011, Selfridges has been focused on changing mindsets around sustainability both inside our industry and in conversation with our customer. Out of the global pandemic has come an understanding of how fragile and complex our systems are, but also how our planet and people can benefit if we act collectively with a shared purpose.

“Now more than ever we must double down on our efforts to reinvent retail with sustainability at its heart and a way of working which is regenerative for humans and nature.  Achieving our ambitions won’t be easy, but we are in a unique position to be able to work with our team members, partners and customers to co-create change and explore possibilities for a sustainable future.”

Project Earth will be supported by a programme of events and activities to engage with issues, amplify conversations and challenge mindsets. There will be a series of talks, takeovers and screenings which will discuss reimaging the fashion world, the future of sustainable beauty, and climate change champions, among other subjects.

Images: Matt Writtle/Selfridges

Rosa Medea is Life & Soul Magazine’s Chief. She writes about lifestyle including sustainable and green living. She also offers content services to businesses and individuals at

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